Return on advertising investment has always been a priority for marketers, but in the recession it flew to the top of the list. As chief marketing officers fought to justify spending within their organizations — often via spirited discussions with procurement departments about where the dollars are going — the pressure wasn’t just on marketers to prove ROI and trim costs: It was increasingly on agencies as well.

That’s where one unique SWAT team — married couple Charles Day and Chris Tardio — come in. While any number of consultants in adland are available to help agencies recruit talent, participate in agency reviews or negotiate compensation with clients, Mr. Day and Ms. Tardio are carving out a new specialty with their consultancy, Lookinglass. The duo spent years on the agency side and are now convincing shops from McCann Erickson to CP&B to throw open their accounting books and target places they can eliminate waste and enhance revenue.

Read the entire article at AdAge.

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